About Us

Our Story

Waking Life opened the doors of its West Asheville café on November 23rd 2009. At the time I had nine years or so of experience in the coffee industry, most of it in independent shops both in North Carolina and Australia. I suppose I had learnt a few things over those nine years: Don’t purchase inferior, over-roasted coffee. Do invest in quality equipment. Don’t spend a ton of money on pointless things like expensive point-of-sale systems.

Do hire smart self-learners. Don’t pay your employees minimum wage. Don’t micro-manage. Above all, be honest and fair. In the years since Waking Life opened, I’ve realized how much farther we have to go. I do think we’ve served some killer coffee, but I want to continue to grow and improve so much I can’t stand it. I hope you will join us as we strive to serve better coffee in a better way and become better people for it.